Front

Which of the following is an overall goal of the promotional mix? To decrease operating expenses, To convey a message inexpensively, To persuade consumers to buy, To have the right goods available

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To persuade consumers to buy

Front

What best defines the term promotional mix? Options: The way in which businesses combine promotional methods, The 'magic formula' used in developing promotional plans, The confusion of too many promotional techniques, The rotation technique used for promoting employees

Back

The way in which businesses combine promotional methods

Front

Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as

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advertising

Front

VISA pays to promote its services on other companies’ websites. These promotions are examples of

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advertising

Front

Which of the following is an example of personal selling: A salesperson places an ad in a local newspaper. A business manager holds a press conference to explain a new product. A financial planner discusses retirement plans with a group of teachers. An employee hands out coupons to customers who are attending a trade show.

Back

A financial planner discusses retirement plans with a group of teachers.

Front

Which of the following would be a reason a business uses personal selling rather than advertising: Immediate feedback, Less cost per contact, Less flexible, No face-to-face contact

Back

Immediate feedback

Front

On a per-contact basis, which of the following elements of the promotional mix is most expensive: Advertising, Publicity, Sales promotion, Personal selling?

Back

Personal selling

Front

Which of the following characteristics is shared by advertising and publicity: is impersonal, Must be paid for, Receives close attention, Presents the same message

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is impersonal

Front

Which of the following is an example of publicity: Free samples are given to customers entering a business. An author appears on a talk show to discuss their new book. A fashion show is held highlighting the latest in bridal fashions. A radio announcer delivers a paid message about the grand opening of a business.

Back

An author appears on a talk show to discuss their new book.

Front

Contests, samples, and coupons are all examples of

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sales promotion.